sharmai


Isha Sharma

Photo of Isha Sharma

School of Administrative Studies

Assistant Professor

Email: sharmai@yorku.ca

Media Requests Welcome
Accepting New Graduate Students


Dr. Isha Sharma is a faculty of marketing and holds a Ph.D. in Management. Her teaching interests include Consumer Behavior, Digital Marketing, Advertising and Communications, and Brand Management. Her research focuses on studying consumer behavior pertaining to emerging technologies, exploring the application of AI in marketing, gamification in marketing, brand identity, consumer brand relationships, online consumer culture, and services transgression. She has a consistent record of publishing research articles in reputed peer reviewed journals including the Journal of Business Research, Journal of Product and Brand Management, Journal of Consumer Marketing, Journal of Global Information Management, Online Information Review etc. She has also won the competitive research grant from AIM Sheth Foundation (2021) for her research proposal on service inclusivity for the differently-abled consumers.

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Degrees

2021: Ph.D. (Management), Amity University, India
2010: M.B.A., ICFAI Business School, Gurgaon, India
2008: B.A. (Hons.) English, Hansraj College, Delhi University, India

Research Interests

, Consumer Brand Relationships, Consumer Behavior and Emerging Technologies, Gamification, Transformative Consumer Research, Brand Identity, Celebrity Branding

Current Research Projects

Charting the course for inclusive services: Perspectives from the differently-abled consumers

    Summary:

    Funded by AIM-Sheth Foundation, the study focuses on identifying the characteristics of service inclusivity from the perspective of consumers with locomotor disability

    Description:

    The objective of this study is to use a TSR based approach to a) discuss the lack of attention paid towards vulnerable consumers segment in the context of service consumption, b) delineate the service consumption experiences of consumers with physical disabilities, c) identify the servicescape characteristics that give rise to a perception of service exclusion among the physically disabled consumers, d) explore the intermediary role of technology in enhancing service inclusion for physically disabled consumers, and e) provide marketers a roadmap to achieve service inclusion

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Journal Articles

Publication
Year

Jain, K., Jajodia, I., Sharma, P. and Singh, G. (2020), "Brand bravery: conceptualization, scale development and validation", Journal of Product & Brand Management, Vol. 30 No. 8, pp. 1212-1228

2021

Gupta. R., Jain. K., and Jajodia, I. (2021). “Determinants of Smart Speaker Adoption Intention: Extending the Theory of Planned Behavior”, International Journal of Technology Marketing, Vol. 15, No. 2/3, p.181-202

2021

Behl, A., Sheorey, P., Chavan, M., Jain, K., and Sharma, I (2021). “Empirical Investigation of participation on crowdsourcing platforms- A gamified approach”, Journal of Global Information Management, Vol 30, No. 2

2021

Behl, A., Sheorey, P., Jain, K., Chavan, M., Sharma, I., and Zhang, J. (2021). “Gamifying the gig: transitioning the dark side to bright side of online engagement”, Australasian Journal of Information Systems, Vol. 25.

2021

Soni, M., Jain, K. and Sharma, I. (2021), “Mobile Health (mHealth) Application Loyalty in Young Consumers”, Young Consumers, Vol. 22 No. 3, pp. 429-455.

2021

Sharma, I., Jain, K., and Gupta, R., (2021), “The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM”, Journal of Asia Business Studies, DOI: https://doi.org/10.1108/JABS-10-2020-0423

2021

Behl, A., Chavan, M., Jain, K, Sharma, I., Pereira, V., Zhang, J. (2021), “The role of Organizational Culture and Voluntariness in the adoption of Artificial Intelligence for Disaster Relief Operations”, International Journal of Manpower. DOI: https://doi.org/10.1108/IJM-03-2021-0178

2021

Sharma, I., Jain, K., and Singh, G., (2020). “Effect of online political incivility on partisan attitude: Role of issue involvement, moral identity and incivility accountability”, Online Information Review, Vol. 44 No. 7, pp. 1421-1441.

2020

Sharma, I., Jain, K., and Behl, A. (2020), “Effect of service transgressions on distant third-party customers: The role of moral identity and moral judgment”. Journal of Business Research. Vol 121, pp. 696-712

2020

Sharma, I. and Jain, K., (2020). “Negative eWOM on Social Media: Role of Individual, Contextual and Social Determinants”, International Journal of Internet Marketing and Advertising, Vol.14 No.4, pp.377 – 398

2020

Jain, K., and Sharma, I. (2019). “Negative outcomes of positive brand relationships”. Journal of Consumer Marketing. Vol. 36 No. 7, pp. 986-1002

2019

Jain, K., Sharma, I., and Singh, G. (2018). “An empirical study of factors determining wearable fitness tracker continuance among actual users”. International Journal of Technology Marketing, Vol.13, No. 1, pp. 83-109.

2018


Current Courses

Term Course Number Section Title Type
Winter 2022 AP/ADMS4245 3.0 M Digital Marketing LECT



Dr. Isha Sharma is a faculty of marketing and holds a Ph.D. in Management. Her teaching interests include Consumer Behavior, Digital Marketing, Advertising and Communications, and Brand Management. Her research focuses on studying consumer behavior pertaining to emerging technologies, exploring the application of AI in marketing, gamification in marketing, brand identity, consumer brand relationships, online consumer culture, and services transgression. She has a consistent record of publishing research articles in reputed peer reviewed journals including the Journal of Business Research, Journal of Product and Brand Management, Journal of Consumer Marketing, Journal of Global Information Management, Online Information Review etc. She has also won the competitive research grant from AIM Sheth Foundation (2021) for her research proposal on service inclusivity for the differently-abled consumers.

Degrees

2021: Ph.D. (Management), Amity University, India
2010: M.B.A., ICFAI Business School, Gurgaon, India
2008: B.A. (Hons.) English, Hansraj College, Delhi University, India

Research Interests

, Consumer Brand Relationships, Consumer Behavior and Emerging Technologies, Gamification, Transformative Consumer Research, Brand Identity, Celebrity Branding

Current Research Projects

Charting the course for inclusive services: Perspectives from the differently-abled consumers

    Summary:

    Funded by AIM-Sheth Foundation, the study focuses on identifying the characteristics of service inclusivity from the perspective of consumers with locomotor disability

    Description:

    The objective of this study is to use a TSR based approach to a) discuss the lack of attention paid towards vulnerable consumers segment in the context of service consumption, b) delineate the service consumption experiences of consumers with physical disabilities, c) identify the servicescape characteristics that give rise to a perception of service exclusion among the physically disabled consumers, d) explore the intermediary role of technology in enhancing service inclusion for physically disabled consumers, and e) provide marketers a roadmap to achieve service inclusion

    Project Type: Funded

All Publications


Journal Articles

Publication
Year

Jain, K., Jajodia, I., Sharma, P. and Singh, G. (2020), "Brand bravery: conceptualization, scale development and validation", Journal of Product & Brand Management, Vol. 30 No. 8, pp. 1212-1228

2021

Gupta. R., Jain. K., and Jajodia, I. (2021). “Determinants of Smart Speaker Adoption Intention: Extending the Theory of Planned Behavior”, International Journal of Technology Marketing, Vol. 15, No. 2/3, p.181-202

2021

Behl, A., Sheorey, P., Chavan, M., Jain, K., and Sharma, I (2021). “Empirical Investigation of participation on crowdsourcing platforms- A gamified approach”, Journal of Global Information Management, Vol 30, No. 2

2021

Behl, A., Sheorey, P., Jain, K., Chavan, M., Sharma, I., and Zhang, J. (2021). “Gamifying the gig: transitioning the dark side to bright side of online engagement”, Australasian Journal of Information Systems, Vol. 25.

2021

Soni, M., Jain, K. and Sharma, I. (2021), “Mobile Health (mHealth) Application Loyalty in Young Consumers”, Young Consumers, Vol. 22 No. 3, pp. 429-455.

2021

Sharma, I., Jain, K., and Gupta, R., (2021), “The power to voice my hate! Exploring the effect of brand hate and perceived social media power on negative eWOM”, Journal of Asia Business Studies, DOI: https://doi.org/10.1108/JABS-10-2020-0423

2021

Behl, A., Chavan, M., Jain, K, Sharma, I., Pereira, V., Zhang, J. (2021), “The role of Organizational Culture and Voluntariness in the adoption of Artificial Intelligence for Disaster Relief Operations”, International Journal of Manpower. DOI: https://doi.org/10.1108/IJM-03-2021-0178

2021

Sharma, I., Jain, K., and Singh, G., (2020). “Effect of online political incivility on partisan attitude: Role of issue involvement, moral identity and incivility accountability”, Online Information Review, Vol. 44 No. 7, pp. 1421-1441.

2020

Sharma, I., Jain, K., and Behl, A. (2020), “Effect of service transgressions on distant third-party customers: The role of moral identity and moral judgment”. Journal of Business Research. Vol 121, pp. 696-712

2020

Sharma, I. and Jain, K., (2020). “Negative eWOM on Social Media: Role of Individual, Contextual and Social Determinants”, International Journal of Internet Marketing and Advertising, Vol.14 No.4, pp.377 – 398

2020

Jain, K., and Sharma, I. (2019). “Negative outcomes of positive brand relationships”. Journal of Consumer Marketing. Vol. 36 No. 7, pp. 986-1002

2019

Jain, K., Sharma, I., and Singh, G. (2018). “An empirical study of factors determining wearable fitness tracker continuance among actual users”. International Journal of Technology Marketing, Vol.13, No. 1, pp. 83-109.

2018


Current Courses

Term Course Number Section Title Type
Winter 2022 AP/ADMS4245 3.0 M Digital Marketing LECT